JAN-FEB 2013

MedEsthetics—business education for medical practitioners—provides the latest noninvasive cosmetic procedures, treatment trends, product and equipment reviews, legal issues and medical aesthetics industry news.

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BUSINESS CONSULT | By Michele Garber Leveraging Social Media Practices that are questioning the value of social media marketing may want to consider the following numbers. In October 2012, Facebook topped 1 billion users with 600 million mobile users. Twitter has 140 million users with an average of 125 followers each. Pinterest, now the third largest social media channel in the United States, boasts a membership that is 60% female. According to a 2011 study by Beyond (, a digital marketing and market research ���rm, more than 60% of consumers report that they are willing to post on Facebook about products, services and deals that they purchased. The fact is: Social media has become a daily part of most Americans��� lives, and it offers a unique platform for practice marketing. Not only can businesses promote their offerings on these sites, they can engage patients and prospective patients in two-way conversations while gaining insight into their interests. A successful social media marketing strategy requires an understanding of the basic mechanisms of social media sites. This includes how to develop objectives and measure key metrics that will allow practices to ���ne-tune their strategies and evaluate the success of their campaigns. Understanding the Big Three While all social media sites offer similar formats that allow you to list your practice and build followers, each also 16 JANUARY/FEBRUARY 2013 | MedEsthetics offers its own unique characteristics and business-building tools. The enormous growth of Facebook, similar to the growth of the Internet at large, demands that medical cosmetic practices now create a Facebook business page in addition to a website. Your practice���s Facebook page should include an attractive, professional-looking custom timeline photo���consistent with your image and brand���that will act as your Facebook page ���cover.��� Facebook has strict timeline cover rules. The size is 850 x 315 pixels, and the image may not include your website address or any promotional or advertising messages. The site uses an algorithm called EdgeRank. If users interact with your posts, the posts will show up in their newsfeeds. If a user is not interacting with your posts, they will drop from that user���s newsfeed. Therefore, content is king. To make the most of this medium, practices should post three to ���ve times per day. Plan a mix of engaging content, including blog posts, informational articles, tips, quotes, polls or contests, videos and re-posts from other sites. Facebook also allows you to promote special events and invite followers to the events. Through the administrator panel, which appears to the right of your timeline cover, you can view analytics that show you how many people are seeing your posts �� ISTOCKPHOTO.COM A basic understanding of social media is vital to the continued growth of your medical aesthetic practice. EDITOR���S NOTE: Images from Pinterest are used for reporting and informational purposes only under the Fair Use Doctrine. No sponsorship or endorsement by, and no af���liation with, Pinterest, the individuals depicted in the images, and/or the persons who created the images is claimed or implied.

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